Branche Software
Agentur Moving Brands

CX – create a striking, differentiated brand identity.

Quelle: www.movingbrands.com
20.2.2012
cx

CX – Stra­tegy

“Moving Brands under­s­tood exactly what we nee­ded and what we were try­ing to achieve with our busi­ness and our brand. Their know­ledge of new tech­no­lo­gies along with their talent for design made them the per­fect part­ner. I’m thril­led with the results” – Keith Pardy, CMO, CX Inc

 

Moving Brands worked with Cloud Expe­ri­ence, a cloud sto­rage ser­vice backed by Tomor­row Ven­tures (Eric Schmidt’s Ven­ture Fund) to define their uni­que busi­ness pro­po­si­tion in a satura­ted market.

 

The team had one key objec­tive; to be a market-leader in the already-crowded cloud sto­rage mar­ket. To achieve this, Moving Brands worked with their key sta­ke­hol­ders to define the core pro­duct offer, select and under­stand their audi­ence, and create a striking, dif­fe­ren­tia­ted brand identity.

 

We distil­led the many pos­si­ble pro­duct opti­ons into one clear focus: The pro­duct would be ‘more social’ than any other cloud ser­vice. Hero Jour­neys were deve­l­o­ped – a snap­shot of the mul­ti­ple user bene­fits – that ali­gned the pro­duct offer to a con­su­mer segment.

 

CX – Iden­tity

In order to dif­fe­ren­tiate Cloud Expe­ri­ence from their com­pe­ti­tors, it was impe­ra­tive to look at the name. The team felt this was gene­ric and unin­spi­red, dra­wing par­al­lels with smal­ler, more com­mo­di­ti­zed com­pa­nies. Cloud Expe­ri­ence had alre­ady inves­ted hea­vily in the domain name, so a tho­rough naming pro­cess working wit­hin these limi­ta­ti­ons led to the solu­tion of ‘CX.’ The aspi­ra­tio­nal and user-focused strap line “Cloud to the Power of X,” sug­gests an offer that encom­pas­ses all you expect from the cloud, magni­fied to the infi­nite power.

 

For this tech­no­logy led but consumer-focused orga­niza­tion, a believable, human Brand Nar­ra­tive was cri­ti­cal. ‘Con­tent comes to life’ reflects CX’s abi­lity to bring sim­p­li­city and exci­te­ment to the way we share and store con­tent in a moving world. Defi­ning Beha­vi­ors such as ‘geek­tas­tic,’ ‘sim­ple’ and ‘obses­sive,’ gave shape to the cha­rac­ter of the busi­ness and how the expe­ri­ence they deli­ver comes to life.

 

The visual iden­tity sys­tem was dri­ven by the import­ant rela­ti­onship bet­ween the copy and gra­phic lan­guage. The vibrant core assets are com­ple­men­ted by a library of color and pat­tern ele­ments. A bes­poke type­face was crea­ted that inclu­des a built-in open-type ico­no­gra­phic sys­tem. The uni­que gra­phic lan­guage is sup­por­ted by a tone of voice and mes­sa­ging sys­tem built of the Brand Beha­viour and Brand Cha­rac­ter attri­bu­tes. A sys­tem of cura­ted pho­to­gra­phy com­ple­tes the system.

 

The UX under­pins the pro­ducts ‘social’ creden­ti­als, and was desi­gned to be scalable, with added func­tio­na­lity and user expe­ri­ence to be imple­men­ted as the busi­ness matured.

 

Brand Movie